This wasn't Grignon's typical route to work. He was a senior engineer at Apple in Cupertino, the town just west of Campbell. His morning drive typically covered seven miles and took exactly 15 minutes. But today was different. He was going to watch his boss, Steve Jobs, make history at the Macworld trade show in San Francisco. Apple fans had for years begged Jobs to put a cellphone inside their iPods so they could stop carrying two devices in their pockets. Jobs was about to fulfill that wish. Grignon and some colleagues would spend the night at a nearby hotel, and around 10 a.m. the following day they - along with the rest of the world - would watch Jobs unveil the first iPhone.

Apple is a fashion company, not a technology company. That is why only portable products from Apple has become a success...

Other than being the most successful PC OEM, biggest Unix software business, biggest online seller of music, largest digital content business and most successful retailer on the planet, other than all that it's just mobile stuff based on fashion.